Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 3

1  Cover

2  Introduction About This Book Foolish Assumptions Icons Used in This Book Where to Go from Here

3  Part 1: Getting Started with Social Media Marketing Chapter 1: Understanding Social Media Marketing Defining Social Media Marketing Learning about the Roles People Play Comparing Social Media Marketing with Other Marketing Efforts Taking Social Influence Beyond Marketing Chapter 2: Discovering Your SMM Competitors Classifying Consumer Activities Researching Your Customers’ Online Activities Identifying Personas Analyzing Competitor Efforts Researching Your Competitors’ Campaign Support Dipping into Hot SMM Concepts Chapter 3: Getting in the Social Media Marketing Frame of Mind Putting SMM in the Context of the Marketing Funnel Deepening Your SMM Relationship Treating SMM Differently from Brand Marketing

4  Part 2: Practicing SMM on the Social Web Chapter 4: Launching SMM Campaigns Discovering the Types of SMM Campaigns Recognizing What Makes a Good SMM Campaign Creating Your SMM Roadmap Participating — Four Rules of the Game Killing the Campaign Expiry Date Monitoring Brands and Conversations Responding to Criticism Chapter 5: Developing Your SMM Voice Figuring Out Why You Need an SMM Voice Defining SMM Voice Characteristics Distinguishing Between SMM Voices and Brand Voices Outlining SMM Voice Objectives Choosing the Owner of Your Organization’s SMM Voice Crowdsourcing SMM Voices with Guidelines Chapter 6: Understanding a Marketer’s Responsibilities Recognizing Who You Serve Practicing Socially Responsible Marketing Accountability to Your Own Company

5  Part 3: Reaching Your Audience via Mainstream Social Platforms Chapter 7: Finding the Right Platforms Choosing Social Media Platforms Preparing Your Employees for Social Media Networking Evaluating Your Resources Assessing What Each Social Network Offers You Chapter 8: Exploring SMM Strategies for Facebook Looking at Facebook Basics Using Ads on Facebook Chapter 9: Marketing on Twitter Figuring Out the Basics of Twitter Marketing via Twitter Using Promoted Accounts Making Use of Promoted Tweets Using Promoted Trends Working with Sponsored Tweets Tips and Tricks Chapter 10: Creating a YouTube Strategy Looking at YouTube Basics Promoting on YouTube Seeding a Viral Campaign Advertising on YouTube Chapter 11: Considering LinkedIn Getting Started Creating a New Profile Participating in Groups Using LinkedIn to Answer Questions Finding a Job Chapter 12: Delving into Instagram Recognizing the Basics Getting Found on Instagram Structuring Instagram for Business Goals Chapter 13: Discovering Snapchat Exploring Snapchat Advertising on Snapchat Measuring Results on Snapchat Chapter 14: Marketing with Pinterest Recognizing Pinterest Users Focusing on Strategy Becoming a Business Pinner Developing Credibility with Your Boards and Images Chapter 15: Interacting with Tumblr Setting Up Shop on Tumblr Finding and Sharing the Good Stuff Looking at Paid Media Tracking Your Users Chapter 16: Engaging Customers Using Other Platforms Blogging on Medium for Your Business Discussing Ideas On Reddit.com Sharing Video on TikTok

6  Part 4: Getting Your Message to Connectors Chapter 17: Marketing to Millennials Learning About Millennials Understanding What Millennials Want from Brands Recognizing Millennials Shopping Habits Succeeding with Millennials Chapter 18: Accounting for the Influencers Knowing the Expert Influencers Reaching the Expert Influencers Tapping into the Referent Influencers Reaching the Referent Influencers Tapping into the Positional Influencers Translating Influence to the Offline World Chapter 19: Disrupting with Voice Search Understanding Voice Search Interacting with Voice Assistants Discovering What Customers Want Providing Answers Getting Your Content Ready Chapter 20: Utilizing Messaging Apps Looking at Messenger Setting Up Messenger Understanding Chatbots Deploying WhatsApp from Facebook

7  Part 5: Old Marketing Is New Again with SMM Chapter 21: Practicing SMM on Your Website Focusing on the SMM-Integrated Website Making the Campaign and the Website Work Together Rethinking Your Website Tips and Tricks for Website SMM Chapter 22: Becoming an Authentic and Engaged Advertiser Social Advertising: An Online Advertising Game Changer Native Advertising and How It Can Work for You Making Paid and Earned Media Work Together Making SMM Work with TV Chapter 23: Building an SMM Mobile Campaign Looking at Consumer Trends in Mobile Understanding the Many Paths within the Mobile Channel Keeping in Mind Mobile Phone Capabilities Fitting Mobile into Your Social Media Practices Building Your Own Mobile-Enabled Communities Adding Social Media Elements to Mobile Harnessing Mobile to Support Social Media Deciding When to Build a Mobile App Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media Embracing the Idea of Employee Collaboration Picking Social Software for Social Influence Rethinking the Intranet Chapter 25: Changing Tactics and Metrics Correlating Data with Business Objectives Focusing on the Tactics That Count Rethinking the Customer Experience Integrating Marketing Technology with Analytics Systems Deploying AI Tools Chapter 26: Understanding Social Media Governance Recognizing How SMM Impacts Other Company Functions Introducing Social Media Governance Models Dealing with a Social Media Crisis Chapter 27: Using Real-Time Marketing Introducing Real-Time Marketing Organizing for Real-Time Marketing Taking TV into Real-Time Marketing Chapter 28: Data and Privacy Knowing What Data You Have to Play With Harnessing Data & Privacy Best Practices Understanding New Data and Privacy Laws So What Does This All Mean for Your Marketing Effort?

8  Part 6: The Part of Tens Chapter 29: Ten SMM-Related Must-Read Blogs Brian Solis Content Marketing Institute Convince and Convert Copyblogger Marketing Profs Neil Patel’s Blog Razor Social Seth Godin Shiv Singh Social Media Examiner Chapter 30: Ten Top SMM Tools Buffer BuzzSumo Facebook Insights Followerwonk Hootsuite Later Mention SproutSocial Tailwind Tweepi Chapter 31: Ten Tips to Navigate Fakeness Create Shared, Mutual Goals Use Reflection to Override Bias Engage Openly with Dissent Challenge Opinion and Ask for Facts Encourage Those Who Don’t Conform Ask Yourself “What if the Opposite Was True” Engage in Active, Critical Analysis Question Morally Dubious Directives Seek Out Allies Focus on Building Trust First

9  Index

10  About the Authors

11  Connect with Dummies

12  End User License Agreement